Pm1 106 forest-yule_silverpop_10thingstoautomate DF2UFL 2012 Afternoon Session: Top 10 Things to Automate Presented by: Silverpop [Platinum Sponsor] Forest Yule

1. Top 10 things to Automate
How can Marketing Automation
Extend the Value of
Salesforce.com?

2. Forest Yule
Silverpop

3. Presenter
Forest Yule
Global Alliances Manager
Silverpop

6. Art vs. Science

7. Art meets Science

8. Native vs. Third Party

9. Automation Priorities
 Lead Generation / Lead Capture
 Campaign Members
 Campaign Members Status
 Lead Status Change
 Sales Enablement
 De-duping
 Sales Emails
 Lead Nurturing / Scoring
 Thank you Gifts
 Telemarketing

10. Behavior Automation Outputs
• Triggered Emails
• Multi Step Programs
• Score and Rank
• Direct Mail
• Web Content
• Alerts
Call Center
CRM System
Sales Rep

11. Lead Generation with SFDC

12. Holy Smokes!

13. Lead Gen Through MA
Beyond web-to-lead forms
 Use Landing pages
 Dynamic Content
 Share to social
 Extend the reach of your message
 Social Preference Centers
 interact on their terms
 Social Sign on
 Capture social Identity
 Location based marketing
 Meet them where they are “Read”
 Progressive Profiling
 Where web-to-lead forms are preferred

14. Campaign Members
 Sales sells / Marketing Markets
 Increases effectives of both teams
 Effective nurturing
 Convert leads to customers
 Avoid Data Limits in SFDC
 Keep marketing data separate from sales data

15. Campaign Member Status
 Remove need for manual updates
 Track behavior of multi-track campaigns
 Increase effectiveness of campaigns
 Enabling sales to more effectively communicate with
leads based on behavior
 Customer Story – Case Study

16. Lead Status Change
 SFDC Lead Changes from Lead to Hot Lead
 MA can detect that change and trigger an event
 New Campaign, lead alert, invitation for white paper,
event invite, etc.
 SFDC Lead Changes from lead to Non Qualified
 Remove them from a list, drop them into a longer
nurture, etc.
 Bidirectional integration
 Critical element of successful MA / SFDC marriage

17. Sales Control over Nurturing

18. Self-Service Integration w/
Salesforce

19. Sales Enablement
 Lead Alerts:
 Email
 Chatter
 SMS
 Contact Insight
 Activities
 Communications

20. Salesforce.com Integration

21. Sales Visibility (Lead Activity)

22. De-Duping
 Avoid conflicting information
 Salesperson entries
 Buyers are Liars
 Initial Data Cleanse
 Leverage MA to clean existing lists

23. Sales Emails
 “Send from Silverpop”
 Marketing creates uploads templates
 Manually send mass emails
 Triggered emails
 Full Tracking and behavioral feedback
 View all activities in contact insight
 Leveraging behavioral database for future
communications

24. Nurturing / Scoring
 Score leads
based on criteria
such as Budget,
Authority, Need
and Timeline
(BANT) and
demographics
like state,
company size,
revenue size, etc.

25. Send Email Offer
Read “Ebook” 2 days ago
(And) Did not register for Trial

26. Have they Downloaded?
Register for Trial = Yes
(and) No open Sales Opportunity
(and) Not already a customer

27. Helpful welcome to Trial Email

28. Have they Purchased?
Have Not Purchased
(and) Trial Expires in 5 days
(and) Only logged in one time

29. Enjoying Trial – Upgrade Full?
Have Not Purchased Full Version
(and) Frequent trial user
(and) Upsell Opportunity

30. Thank you Gifts
 Event triggered fulfillment
 Avoid manual process
 Tracking of gifts
 When did it go out
 Trigger follow up
 Dynamically select gifts
 Based on past behaviors

31. Telemarketing
 Create CRM task
 Generate email
 For users with low adoption
 For users with no SFDC license
 Track back into Marketing DB

32. Bonus #11
 Send-time-optimization
 Avoid time zone challenges
 Drive higher opens and click through rates
 Increase ROI
 Avoid manual throttling
 Inbox Preview
 Mobile, gmail, outlook, etc.
 Know before you hit send

33. Is it worth it?
•
400% Increased No. of New Leads Generated
through existing demand gen activities
•
5x Increased No. of qualified leads sent to
sales
2x
• Improved Sales Close Rates
25%
• Reduced Cost per Sale

34. Thank you for your time and attention.
Forest Yule
Fyule@silverpop.com
512-850-2946

35. Thank YOU!